Grand Winner Tang Ngo with Minister Victor Dominello and Dr. Stepan Kerkyasharian

Minister of Citizenship and Communities Hon. Victor Dominello hosted 2013 National
Multicultural Marketing Awards Gala Presentation Dinner at The Westin Hotel Sydney
(Coverage by: Syed Zafar Hussain and Warren Duncan)

Minister for Citizenship and Communities Victor Dominello announced the winners of the 24th National Multicultural Marketing Awards in Sydney at a gala event hosted by the Community Relations Commission of NSW.

A highly successful campaign by the multinational advertising company, Universal McCann (UM), to tackle the dangerous rates of smoking amongst Chinese men, won the major award as well as the Advertising and Communication Award.

Mr Dominello congratulated UM for their Lunar New Year Anti-Smoking Campaign which emphasised the financial costs and health risks of smoking.

“This was a thoroughly professional marketing campaign which employed the best techniques to combat a significant health problem in multicultural communities,” Mr Dominello said.
 

“The unfortunate reality is that men in a number of multicultural communities smoke at rates more than three times the national average.

“Its marketing campaigns such as this one that can change people’s behaviour and promote healthier lives,” Mr Dominello said.

The campaign was designed to impact on cultural values important to the Chinese community, including health, family and financial management. Newspaper and magazine advertisements informed readers that 57 packets of cigarettes is equivalent to a return air ticket to China.

Universal McCann took particular care to speak to youth in priority communities by advertising with SBS PopAsia – the largest Asia music program in Australia.

The Chair of the Community Relations Commission, Dr Stepan Kerkyasharian, said that these awards are now an important bench-mark by which multinational companies regularly compare themselves.
 

“In its 24th year the Multicultural Marketing Awards prove once again that one of our greatest assets is multiculturalism,” Dr Kerkyasharian said.

Category Winners List

Technical Award – NSW Police Force for their use of social media in managing the overseas student safety crisis.

Community Award – Italian Social Welfare Organisation, Wollongong for a documentary series about the significance of the Italian backyard- My Backyard, Your Backyard.

Government Award – Multicultural Health Service, Illawarra Shoalhaven Local Health
District for a creative campaign to encourage people from certain ethnic backgrounds to embrace organ and tissue donation.

Commercial Small Business Award – Peter Gould Design for establishing itself on the world stage with its creative use of Islamic motifs and Arabic calligraphy.

Export Award – 2M Language Services for producing a series of security training videos in Pidgin English or Tok Pisin – the national language of Papua New Guinea.

Advertising and Communication Award – UM (Universal McCann) for a campaign designed to tackle the dangerous rates of smoking amongst Chinese-speaking men.

Commercial Big Business – Westpac for a campaign to win term deposits from Chinese customers during Lunar New Year.

Minister of Citizenship and Communities Hon. Victor Dominello

The Chairman of the Community Relation Commission NSW Dr. Stepan Kerkyasharian

The Chairman of the Community Relation Commission NSW Dr. Stepan Kerkyasharian and Editor-in-Chief of Sada-e-Watan Syed Zafar Hussain

(left to right) The Grand Winner of the 2013 Multicultural Marketing Awards, Multicultural Director Universal McCann (UM) Tang Ngo is congratulated by Victor Dominello, Minister for Citizenship and Communities and CRC Chair, Dr. Stepan Kerkyasharian

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